Composable CMS as a keyword search term in Google

Spring is in full bloom across the Northern Hemisphere – and so is the "composable" movement. The phenomenon has spread like pollen, germinating in almost every conversation about the future of CMS.

That was certainly the case in January at the Boye & Company CMS Kickoff in St. Petersburg, Florida, where the "Great Debate" over composable played throughout the sessions. 

As you dodge the discomfort of allergies, you might wonder: how much attention is being paid to this composable stuff?

According to Zengenti, the company behind Contensis CMS, part of the answer lies with Google. Based on recent monitoring, the search volume for the keyword phrase “composable CMS” has doubled – or even tripled – over the last few months, reflecting a sharp rise in the market's interest. 

So what’s the buzz about?

For more detail on how the honey was made, Zengenti provided a peek inside the beehive.

In data collected between November 2022 and January 2023, Google searches for the term “composable CMS” were up by a substantial 300% in the United Kingdom and 150% in the United States. The sampling was tracked using the Google Keyword Planner, and Zengenti applied the query to 15 different countries, including Australia, Canada, Denmark, Finland, Germany, Italy, Mexico, New Zealand, Norway, Poland, Portugal, Spain, Sweden, the United Kingdom, and the United States.

While the U.K. and the U.S. realized the most dramatic increase, Germany also doubled its percentage from previous months. When applied to all 15 countries, the total global uptick was 143%.

Richard Chivers, chief executive officer of Zengenti, weighed in on the buzzworthy increases.

“While the term ‘composable’ in the context of digital systems and content management has been around for a couple of years, we are now seeing it enter our combined consciousness on a much greater scale,” Chivers said. “It’s not surprising. We believe that as an agile-aligned technology, it will be transformative for enterprises of all sizes, ushering in a period of even greater and more rapid digital innovation.”

What is a composable CMS?

A composable CMS is an API-driven content management system that marshals the capabilities of a headless CMS with an API orchestrator – sometimes referred to as a composer – all in one. Rather than behaving as just another endpoint in an API-based ecosystem, a composable CMS helps teams work more efficiently by eliminating the monolithic vendor limitations while still enabling integrations with other platforms.

Unlike a composable DXP, which includes headless CMS as a layer and an endpoint, a composable CMS might also provide traditional functionality that marketers rely on for websites – such as in-context previews, inline visual editing via WYSIWYG, and more – all while handling integrations and APIs. 

“For many site owners, particularly those in medium and large businesses, they are operating dynamic websites with multiple third-party integrations, and with multiple technologies co-existing in different programming languages,” said Chivers. “Embracing composable systems will make it much easier to give oversight and complete control to rapidly set new features live or roll-back functionality."

Experts believe composability will be one of the defining technology trends of 2023, including Gartner, which believes 70% of medium and large businesses will feature it as a key criterion when planning applications this year.

As global markets remain unsettled – and the likelihood of a recession looms on the horizon – many businesses are focusing on optimization and productivity across their digital properties. While investments in enterprise software are already softening, composable solutions are presenting an opportunity to improve agility and accelerate time to market for content and digital experiences. 

"Especially at a time of economic uncertainty, [composable CMS] makes it possible for businesses to be more agile," said Chivers, "giving customers what they want quickly all while delivering a better experience.”

The hive mind is certainly buzzing with interest in composability. Will it continue to bloom in 2023?

In the recently published Gartner Magic Quadrant for DXPs, it's evident that many of the same vendors are still dominating the leadership quadrant – and embracing a composable position. How will that impact evaluations and decision-making for CMS platforms, particularly as the composable CMSes become a more attractive play?

Maybe when the pollen clears, we'll see what's ahead. Stay tuned. 

About Zengenti

UK-based company, Zengenti, is the creator of Contensis. Contensis is a headless Content Management System (CMS) with an integrated deployment platform. Contensis provides a single place to create, maintain and deliver content. Its content modeling, authoring, and governance features help teams to create and keep on top of well-structured content. Open APIs make integrating with leading platforms and products easy to deliver immersive digital experiences for audiences. Contensis powers websites for world-leading organizations across various industries, such as higher education, local government, and the private sector.